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All about..S T P
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About Our Assignment
Changes in Bacchus¡¯s ads
2. Target Market(Audience)
3. Positioning Method
4. Evaluation
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Contents
Review of STP concept
Analysis of Bacchus¡¯s STP strategy
-6~70s, 93~97, 98~05, 05~present
Conclusion
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Review of STP
Segmentation
Target Market Selection
Positioning
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Mass Marketing
Undifferentiated Marketing
Positioning by benefit
1960~70s
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Evaluation Successful
1960~70s
1¾ï 7,430¸¸ ¿ø
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Segment Marketing Blue collar people
Positioning by image
-of hardworking Korean
1993~1997
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Evaluation Successful
1993~1997
¢Â Hit Brand Rank 3 in 1997
¢ÂMost well-known Brand ¢ÂMarket share 37%
-1997 SERI Report for CEO
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Segment Marketing Target Expansion!
Including Young People
Positioning by image - of youth
1998~2005
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Evaluation Successful
1998~2005
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Evaluation Successfu¡¦(»ý·«)
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